Reimagining a sports giant for the new era
Services
Strategy
Identity
Jersey
Merchandise
Client
Puneri Paltan
Sector
Sports & Fitness
Question
How do you modernise a legacy sports team without losing the weight of its heritage?
Answer
By crafting an identity that carries the pride of the past, while embodying the spirit of the present
Puneri Paltan is one of the most prominent teams in the Pro Kabaddi League, known for its passionate fan base and deep-rooted Maharashtrian identity. As the league evolved and began engaging a younger, more design-aware audience, the team recognised the need to refresh its brand, Making it more culturally resonant with a youthful, spectacle-friendly sports.
While the previous identity represented legacy, it felt dated and too traditional, lacking in scalability and media-friendliness. This created a practical issue for the usability and pride of ownership for the jersey.
We created a logo that unified the team’s voice, visuals, and presence into a system fans could rally behind, in the stands and beyond. One that matched the energy, intensity, and spirit of a growing young fan base. We extended the design of the identity into an ecosystem that encompasses merchandise, from flags, bands, gear, to jerseys, giving the fandom a visible, shared language. It culminated in a revival that honours where it comes from, and rallies a new generation to where it’s going.
Turning heritage into belonging
A mark forged in pride and passion
Drawing from Maratha heritage, the identity brings together powerful cultural symbols, the Rajmudra, Chandrakor tilak, saffron flag, and the lion. Each element stands for power, pride, and purpose, deeply embedded in Pune’s cultural heritage.
At the centre, a roaring lion becomes the face of fearlessness, representing unity, strength, and the fighting spirit of the team. Designed with a contemporary edge, the mark balances legacy with modernity, ensuring it holds its ground across digital, broadcast, and merchandise.
Wearing valour on the sleeves
The jersey kit was designed not just as a uniform, but as a symbol of pride, power, and the place. The saffron base, inspired by Maratha heritage, commands attention on and off the field. Subtle lion graphics are integrated into the fabric, echoing the logo’s energy while adding depth and distinction.
Sharp contour lines at the shoulders represent movement, strength, and strategy, mirroring the spirit of kabaddi. From high-performance athletes to die-hard fans, the jersey was designed to unify everyone under one bold identity. The look was carried forward into training and travel kits, creating a visually cohesive apparel system that elevated the team’s presence at every touchpoint.
Not just a team, a paltan
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